Creative Direction

HSBC Sponsor The British & Irish Lions 2013

Once every four years the British and Irish lions comes together to tour a foreign land. In 2013 that was to be Australia. HSBC were the principal partner sponsor for the tournament and as such it fell to JWT to create a campaign to reflect that legendary journey.

Working alongside an incredible creative team in Daniel and Iain Wetherby, their idea of an epic film in a master and commander style where we follow the crew on the high seas to Australia, celebrating the 125th anniversary of the original British and Irish lions journey was to be a great grounding for the digital work to follow.

Working with digital creative director Christopher Jones, it fell to myself to flesh out and finally execute 2 key pieces of work for the campaign. The interface for a custom youtube channel and an interactive video where you can explore further some of the characters in the film.

An 18 camera DSLR rig was used to create a time slice of each of our characters in a studio adjacent to the main set for the film shoot. This type of integration in production was critical to the success of the campaign. It meant talent came straight off set and into our studio. Makeup, costume and expression were the same meaning a seamless experience could be achieved.

The styling for the YouTube channel interface was designed to be complimentary to the campaign while still being an experience in its own right.

I also created a masthead that ran for 24 hours on the YouTube homepage. This was a full CGI build done in Cinema 4D, graded and composited in After Effects.